See What Account Based Content Marketing Tricks The Celebs Are Using

account based content marketing (More about the author) for Professional Services

With account-based content marketing your marketing department and digital marketing content strategist agency can focus on a small number of accounts or clients. This lets you create hyper-personalized specific content that speaks directly about their pain points and explains how your product can solve these issues.

ABM content that is efficient must convey the right information to each stakeholder in the buyer's center at the right time. This requires identifying the requirements of each persona at different stages in their journey.

Aiming at specific accounts

Account-based content marketing is a more individualized approach to content marketing compared to traditional strategies, which seek to convert visitors using large marketing campaigns into leads. Marketers can develop and distribute relevant content by identifying and knowing the key decision makers in each account, their pain points and goals. This results in a more productive interaction with customers and prospects and ultimately results in better business results.

Once you've identified the target accounts, the next step is to design accounts plans for each one. This involves analysing each account and determining which marketing channels to use to reach the customers in the account should be engaging with, and what types of content are needed to increase engagement and converts. This could be thought leadership content, such as whitepapers or case studies. Whitepapers, case-studies webinars, retargeting ads, webinars, personalized website experiences and other marketing strategies that are that are customized to each customer are all possible.

This is why account-based content marketing is able to provide a much higher return on investment than traditional content marketing tactics. 84% of B2B marketing professionals who have implemented account-based marketing into their strategies report higher returns on investment than any other marketing effort.

Although it takes longer and resources to nurture only a few target accounts but the advantages of an account-based approach to content marketing are crucial for companies that want to grow revenue across all stages of the sales funnel. This is particularly applicable to professional services companies where the quality of each prospect or customer is more important than the amount of people they can attract.

In addition, ABM is a great fit for businesses that want to grow their business with existing customers by building trusting relationships over time. Research shows that investing in existing customers is more cost-effective than spending money to find and convert new customers.

By combing ABM with traditional inbound marketing techniques companies can increase the effectiveness of their content marketing efforts. Utilizing a combination of pillar content, retargeting and lead capture landing pages, marketers can provide more value to potential customers at all stages of the buying journey. This enables them to create additional revenue opportunities through acquisition, acceleration and expansion of their sales and marketing teams.

Create hyper-personalized content

ABM is one of the hottest trends in marketing, and it's vital for marketers to comprehend how their existing content marketing agency uk strategies can be integrated into this new strategy. It can be a bit difficult to get your head around how ABM is actually used in practice. In a recent presentation at ContentTECH, Jenny Magic and Jennalee Reiff of Convince & Convert and Springbox provided a crash course on ABM, explaining the key considerations and what to expect from a successful execution.

The most efficient ABM content strategy starts with understanding the needs of your ideal customer and objectives. Creating content that aligns with these goals will allow you to provide a personal experience, and ultimately increase conversions. The content you create should focus on the specific needs of each account. It is crucial to map the journey of users within each account. By doing this you'll be able determine what kinds of content (and even individual items and pages) are most engaging for those who visit your site. This information can then be used to improve the user experience on your website, displaying top performing content to people who are on the accounts.

Making content that is hyper-personalized can be a challenge however it is an essential step in increasing the effectiveness of your ABM efforts. According to State of Marketing, 2023, 83% of consumers are willing to give up their personal data for a more customized experience.

AI processing of real-time data is a method to create hyper-personalized content. This will allow you to determine how your content is presented and make suggestions for the future steps and react to events in a flash. While it's not a replacement for multivariate testing or strategic planning, it is a great tool to increase the effectiveness of your ABM campaigns.

Another method to personalize your content is by leveraging the pillar and cluster structure. This allows you to create a an extensive piece of content that describes the issue that your targeted accounts face, and then link to other pieces that focus on specific aspects of the issue. For instance a fitness tracker could have many common goals and advantages however the way in which different types of users use it can differ significantly.

Aligning Marketing and Sales

Professional service marketers have historically focused on creating a linear sales channel, using broad marketing campaigns to draw large numbers of people with the hope that one or more of them would become converts. This strategy might have been effective when B2B marketing was more of a broadcast model, however, it's not as effective with today's Account Based Marketing (ABM) strategy. Instead of trying to force all potential leads through the same process of the process, it's more important to focus on attracting the most valuable prospects and provide them with experiences and content that are adapted to their individual needs and requirements.

The first step is to establish your ideal client profile. It's not as easy as creating buyer personas since you need to be aware of the types of solutions that customers are seeking and how they will be utilized.

Once you know your ICP the next step is to design an effective strategy for content that is connected with these accounts across different channels. This could range from social media ads, to email outreach.

It's crucial that your sales and marketing teams are on the same page when you implement your ABM strategy. This will ensure that your content is relevant for each account, and ensure that you don't spend time or resources on the wrong audience.

A key step to take is to make use of the data you have about your most successful clients. You can find positive traits that your customers share by looking at their historical data. For example they could all be in the financial services industry or have a similar company size. This data can be used to design targeted marketing campaigns to target similar prospects.

In addition it's crucial to monitor the performance of your ABM strategy and make adjustments when needed. If your targeted account does not respond to your content, you may want to reach out and see what is content marketing you can do to help move them down the sales funnel. If you take these steps you'll be able get your ABM strategy and content strategies more in sync and ultimately help to drive more conversions.

Measuring the success

Account based content marketing is all about creating resources (videos reports, reports, blog posts and webinars) that are tailored and relevant to a specific account or persona. If you're looking to target healthcare organizations, for example your content should be focused on their pain points and issues. This level of personalization is not only important in ABM but also an excellent method to establish strong relationships with your potential clients and customers.

The best part about ABM is that it can be used at any stage of the sales funnel. It can be even more efficient than traditional lead generation at the top of a funnel. This is because it can help you identify and engage a small number of accounts that are likely to convert, instead of trying to generate leads from a huge audience that may not be interested in your product or service.

While offline methods like in-person meetings and phone calls, or handwritten notes are still effective, today's buyers are more inclined to digital self-service and remote engagement. This is why it's crucial to provide them with the right content at the right time, and on the channel that's most suitable for them.

ABM is particularly effective in engaging C-suite executives who are hard to reach. They often ignore mass email campaigns and are more likely to respond to content that speaks to their needs and uses cases. ABM can also help accelerate sales by enabling engagement with prospects at crucial points in their journey, such as when they are researching solutions to solve specific business challenges.

ABM isn't as old as traditional selling and marketing strategies, but it's quickly becoming a top choice for B2B companies seeking to boost performance and increase revenue. In fact, 76% of marketers who have adopted the ABM approach say it improves ROI, while 81% report that it increases deal close rates and upselling/cross-selling rates.